There’s a mythology created around superstars that talent makes success easy. It perpetuates the idea that if you’re good enough, the world will open its arms and throw you opportunities. But it’s a myth—pure and simple. Everybody gets rejected over and over again. Steve Jobs. Oprah. Beyonce. Everybody.
You’ve heard that fortune favors the brave, but the media favors the persistent. The people who continually put themselves out there, who aim for the one “yes” in a sea of 100 nos. And if you want to make it in the media, you not only have to learn to stay hungry—you have to be able to stomach rejection.
Here are 4 ways to make rejection go down a little more smoothly:
1. Follow up…
Producers and editors are constantly inundated with emails. Before you bust out the pint of Ben & Jerry’s, it’s imperative that you give your pitch a follow up bump to ensure it was, in fact, rejected.
But, whatever you do, do not send a blanket email that just says, “So…what did you think of my pitch?” They’re not going to go digging for your pitch—and this is a surefire way to get a Liz Lemon level eyeroll in response. Acknowledge that they are busy people, give them a brief summary, and link them back to your full original pitch. So, for example:
“I’m very aware that you get tons of emails every single day and might have missed this one. I wanted to pop it back up to the top of the pile and hopefully catch your eye. As a quick reminder — I’m a GI doc and I’m using a new diagnostic tool in my office that is helping patients knockout acid reflux sooner than ever before. Here’s a clip of me on ABC talking about it. Full details below. Looking forward to hearing your thoughts!”
Now, that’s a great follow up!
2…but know when they’re just not that into you.
Let’s be real: If you followed up, and heard nothing, she’s just not that into you. And look, as you learned in our Valentine’s Day post, you’re building relationships in the media—and not everyone is going to be a perfect match at first. Better to cut your losses and move on in pursuit of the right fit.
And sure, you never know—culture may shift, the news cycle make quake, and suddenly, the producer that got away may remember your now perfectly relevant pitch and pick up the phone. But we can guarantee that if you’ve harangued them with email after email—with no reply—they will be hesitant to pick up the phone, even if you’re an ideal fit.
3. Tweak your pitch.
If you try the same pickup line every night for a week in a row—and nobody bites—it’s time to rethink your approach. The same goes for your pitch. Look it over with a fresh pair of eyes and try to see it from a producer/editor’s perspective. Is it clear and concise? Are the stakes high or are you doing the old “letting you know about this” pitch (which never really works)? Is it specific? Does it solve a problem? Also, ask a trusted friend for honest feedback (keyword: honest). If she didn’t know you, would she keep reading?
4. Keep it in perspective.
There is a cacophony of factors producers and editors have to consider (timing, topic, have they just covered this recently, does their boss not like this topic as a rule, etc). It may have nothing to do with your talent level, the validity of your idea, or the power of your message.
Rejection is, in so many ways, completely the wrong term for what’s happening when someone passes on your pitch. It’s not always a flat-out rejection, but more like a swing and a miss—and there are lots of those.
Remember they’re trying to solve a very specific puzzle, and both you and the producer are hoping your pitch is the right piece. It may not complete this picture, but it might be the exact right fit for the next one. Keep getting better at what you do, stay persistent, learn from every no—and eventually, the pieces will fall into place.
Imagine this: You’ve finally scored a pre-interview call with a producer or editor. They liked your initial pitch enough to reach out, but they’re really interested in hearing what else you’ve got. Do your eyes go wide with panic, brain scrambling for something—anything—to say? Or do you say, “No problem! I’ve got seven ideas locked and loaded.”
The media, like opportunity, only knocks once: When you answer the door, will you be ready—or standing in your bathrobe?
The time to stock up on content is now. And the truth is, creating content is as much about habit as it is about talent—the more often you flex your creative muscle, the stronger it will be. This week, we’re throwing you three prompts to stretch and flex your old ideas into fresh content. Three prompts. Zero excuses. Let’s do this!
Mine pop culture. Producers and editors are always looking for pieces that tap into what’s relevant right now—and using pop culture is a great way to make your topic resonate with audiences. Take something that’s buzzed about this week—a TV show, album release, Comeybowl—and use it as inspiration. Look at how many op-eds you saw last week about how Comey’s experience with Trump mirrored what it’s like to be a woman in the workplace. Or how many experts have used mega-hits like Wonder Woman and Game of Thrones to shed light on their field of expertise.
What is everyone missing? Cassandra once famously yelled, “HEY! THAT HORSE IS FULL OF GREEKS, YOU IDIOTS!” (But, you know, in Homeric Greek). Be the Cassandra of your field:
- What big problem are we ignoring?
- What small problems do we dismiss that might have a huge impact down the line? What’s the one thing that—if we all just paid a little more attention—would change everything about X?
- What does everyone assume is great, but is actually awful.
Write about that! For example, New York Times comedy critic Jason Zinoman recently wrote a brilliant counterintuitive take on Dear Evan Hansen, the most beloved Broadway musical of the season, called Dear Evan Hansen: You’re a Creep. Especially after Sunday’s TONY win for best musical, his article stands out.
Hack it. Write down five super simple, hyper-specific actions people can take right now that will change their life. In other words, give us five ways to hack (insert your field here).
Five things we can do right now to help us sleep better that aren’t “go to bed earlier.” Five easy, one-step things I can do right now to start a personal savings. Little life-hacks like this are a producer/editor’s dream. And look, while we both know you’ve got a brilliant thesis or book in you, segments and articles are all about small but potent bursts of information.
Now get out there and create some content!
To make your pitch stand out to a producer or editor, you have to find a counterintuitive hook or shiny new angle that will grab audiences’ attention. And finding that angle often requires some creativity—and a fully stocked pond of inspiration.
Often, experts make the mistake of bearing down on their domain too hard, mining and stripping it for all they can, shaking their fists at the sky when they come up short. But the key to a fresh take is to actually think outside your niche.
The power of your pitch lies in its relevance. And if you’ve got tunnel vision, you miss the little details and nuances of the real world—what’s driving us, what we need, what’s popular, how we relate to one another—that, when weaved into your pitch, make it stand head and shoulders above the rest.
If you’re in desperate need of inspiration, fear not! Here are four places to start looking for it right away.
1. Get out of your head and observe what’s around you
When tunnel vision is at its strongest, sometimes the best move is to grab a cup of coffee, go to the park, and just take in the world around you. Do some people watching, make up colorful backstories, soak in some nature, or narrate the passing dogs inner monologues with fun voices (no? Maybe that’s just us).
Wherever you go or whatever you do, give yourself a moment to get out of your head and just soak in your environment. Watching two entangled dog walkers solve a problem can spark the perfect pitch. Allowing a little silence can give inspiration that was otherwise suffocated much needed room to breathe.
2. Reignite your other passions
The media is obviously looking for passionate experts. But if you’re pulling a Whitney Houston and saving all your love for your work, you’ve got it backwards. Passion begets more passion—and you can risk burnout if you rely on your work as your only source.
Dive back into a hobby. Pick up a book to read for pure pleasure. Indulge in something that provokes a sense of wonder, curiosity, and joy. Big ideas usually strike when you’re lost in something completely different (Einstein said he always got his best ideas in the shower).
But even more importantly, reconnect with the people you love. Spend time with your friends, family, significant other deep in conversation or do something fun. Give yourself a chance to be vulnerable, loved, connected, and comfortable. It’s so much easier to put yourself out there with confidence when you know your emotional safety net is firmly in place.
3. Unplug and reconnect to yourself
In order to stand out to the media, you’ve got to know what your thing is. And since you are the heartbeat of your brand, you’ve got to make time for yourself! Step away from the pitch, away from the computer, turn off the phone (we know, we’re asking a lot) and give yourself some time to unplug.
- Three pages of stream of conscious journaling can unearth ideas you didn’t know you had.
- Meditation can remove some of the unconscious blocks that are keeping you stuck. (We love the Calm app!)
- Try something new and learn about another side of yourself. The better you know yourself, the more specific and interesting your brand will be.
4. Up your pop culture game
Ah, water cooler talk. It’s so deliciously zeitgeisty. The beauty of pop culture—be it TV, movies, music, or viral videos—is that it gives us something to discuss with anyone. Even your coworker with whom you have nothing in common.
But when it comes to your pitch, pop culture opens up a world of metaphors and common experiences that can bridge the gap between your material and the audience. The best of pop culture inspires us to get lost in stories about humans overcoming massive problems. And since, as a media expert, you’re now in the business of solving problems for hundreds of people, getting lost in a story or two can spark the imagination.
Plus, referencing everyone’s favorite Netflix binge shows you’ve got your thumb on the pulse of what’s happening—and that shows producers and editors you understand the demands placed upon them to find relevant, timely content.